Alberto Levy. Director de Consultoría en Desarrollo Competitivo & Alineamiento Estratégico. Deloitte Latin America Countries Organization

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ASEDIAR: La esencia de nuestro modelo

por Alberto Levy | 28 de Julio de 2012 | Estrategia

El diccionario define “asedio” a través de varios significados y sinónimos: aislamiento, bloqueo, cerco, sitio, acorralamiento, rodeo, asalto, embestida.
Estos conceptos son, para nuestro modelo PENTA, la clave de la estrategia competitiva.

ASEDIAR a la competencia para crear valor económico sostenible y sustentable asumiendo un riesgo aceptable es la filosofía, la lógica y la práctica de la estrategia empresaria y de su desarrollo competitivo.
Veamos muy sintéticamente estos siete conceptos críticos:

ALINEAMIENTO significa que, para que sea verdaderamente “ejecutable” o “implementable” la estrategia, ésta debe estar alineada con la motivación y con el talento de toda la gente de la organización, con los procesos horizontales entre las áreas funcionales, con los roles específicos de cada posición de sus áreas funcionales verticales especializadas y con las tecnologías de información y de comunicación.

SINCRONICIDAD significa que los cinco pilares del PENTA, la Estrategia, la Cultura, los Recursos, la Gestión y los Mercados, deben ser estructurados como un sistema sociotécnico en equilibro sincrónico y diacrónico constante en el que cada uno de estos cinco pilares debe ser entendido y evaluado en relación a los otros cuatro pilares restantes.

EMPRENDIMIENTO reemplaza a “innovación” en el sentido de que consiste en la innovación realmente implementada y no solamente innovación teórica declamada. Consideremos el concepto de emprendimiento como la chispa inicial de una nueva empresa o como la chispa constante que hace que cualquier empresa sobreviva en el transcurso del tiempo

DIFERENCIACIÓN es el corazón de la estrategia. Significa diferenciación en el posicionamiento de sus marcas y, simultáneamente, diferenciación en la productividad de la configuración de sus recursos tangibles e intangibles. Esto liga a la oferta y a la demanda mediante las “habilidades distintivas” con las que se estructura la oferta con las “ventajas competitivas” con las que se satisface a la demanda.

INVOLUCRAMIENTO implica que , para cumplir todos los requerimientos anteriores, debemos lograr que todos los miembros de la organización sean convocados para sentir la estrategia y las iniciativas de ejecutabilidad de esa estrategia como propias, explicitadas en una Visión Comprendida, Compartida y Comprometida (VCCC) basada en el profundo respeto por el individuo.

ANTICIPACIÓN simplemente significa que “cada vez es tarde más temprano” y que “no hay un minuto que perder” para “hacer lo mejor todavía mejor” pero “antes que cualquiera de los demás competidores actuales o potenciales”.

RECURSIVIDAD significa que todo esto no para jamás.



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